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Crain’s Detroit Business’s Shea: Kroger, Flagstar Bank filling Amway’s void as Red Wings sponsors

As noted yesterday, the Detroit News's Louis Aguilar reported that the Red Wings and Amway chose not to renew Amway's status as the Wings' "presenting sponsor"--the team is now technically presented by AT&T, and the massive Amway signs near the scoreboard have been replaced by Kroger banners--and today, via RedWingsFeed, Crain's Detroit Business's Bill Shea also took note of the adjustments made while reporting that the Wings will not find a new official partner/presenting sponsor for this upcoming season:

“While Amway has chosen to focus their relationship on other aspects of the business and no longer are the team’s presenting sponsor, we are working out details to adjust the partnership elements for the 2013-14 season,” Wings Director of Communication John Hahn said in a statement.

Financial terms were never disclosed, but the Amway deal was believed to be worth under $10 million for both years.

Some of the marketing that was part of the Amway presenting sponsor deal has been sold to other companies, the team said. For example, Columbus, Ohio-based Kroger Co. has taken over the speaker wraps inside Joe Louis Arena.

Troy-based Flagstar Bancorp Inc.’s logo replaces Amway’s name on the players’ practice jerseys and practice pucks. Amway paid to have its logo on the jerseys starting in 2010. The Flagstar relationship was announced last month as part of a three-year marketing deal with the team. It has Flagstar becoming the Wings’ licensed provider for credit and debit cards, checking and savings accounts, and mortgages, and places the bank’s ATMs in the arena.

Amway’s logo was incorporated into all uses of the Red Wings’ team logo that doesn’t otherwise use other sponsorship logos, the team said when the deal was announced in 2011. It was used on signage throughout the arena, on the ice and elsewhere.


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peiz11's avatar

Just one clarification that really isn’t important but feel isn’t completely represented in this story. The website is presented by AT&T but the “Detroit Red Wings presented by [insert company]” doesn’t exist right now. So AT&T isn’t the presenting sponsor of the team.

Posted by peiz11 from Minneapolis on 09/25/13 at 03:02 PM ET

Hippy Dave's avatar

I’m glad to hear, it always bothered me that our future arena could be named after a pyramid scam.

Posted by Hippy Dave from Portland by way of Detroit on 09/25/13 at 05:37 PM ET

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The Malik Report is a destination for all things Red Wings-related. I offer biased, perhaps unprofessional-at-times and verbose coverage of my favorite team, their prospects and developmental affiliates. I've joined the Kukla's Korner family with five years of blogging under my belt, and I hope you'll find almost everything you need to follow your Red Wings at a place where all opinions are created equal and we're all friends, talking about hockey and the team we love to follow.